Email is the foundation of online communication—after all, according to recent studies, more than 90% of online consumers subscribe to a brand via email. (Stats come from the 2013 Global Executive Summary, part of the SUBSCRIBERS, FANS, & FOLLOWERS research series that compares and contrasts the digital marketing habits of international consumers.)
But what are consumers hoping to receive in their inboxes when they subscribe to a brand’s email program? What brand messages are they most likely to open and read? When we look at the top “Motivations to Subscribe” across various countries, there are plenty of differences. But consumers primarily categorize want one of four things from a brand's email messaging:
1. Discounts and money-off promotions.
2. "Free stuff" or giveaways in exchange for their email address.
3. Up-to-date information on a company's products, services, or offerings.
4. Advance notice of new products or future releases.
In every country in our research, the top reason that consumers subscribe to a brand’s email is the same: - “To receive discounts and money-off promotions.” The second most common reason for subscribing is the same in the UK, Australia, and France: “To receive free stuff or giveaways.” Consumers in Brazil and Germany are more product-focused: “Advanced notice of new products” and “Keeping up to date with a company’s products” were among the top three reasons for subscribing in both countries.
Does your brand's email messaging fit into one of these four categories, or are you offering something that might not seem to valuable to your current and potential subscribers? More email statistics and insights are available in the free 2013 Global Executive Summary guide to global customers' email, Facebook, and Twitter preferences.